Title	PHYSICAL COOKIE - ONLINE BEST PRACTICES BROUGHT TO BRICK AND MORTAR
Brand	SPONDA
Product/Service	STORE EXPERIENCE
Category	A02. Creative Innovation (incl. business solutions in association with a brand or creative campaign)
Entrant Company	TBWA\HELSINKI, FINLAND
Advertising Agency	TBWA\HELSINKI, FINLAND
Media Agency	MEDIA CONTACTS FINLAND Helsinki, FINLAND

Name	Company	Position
Juha-Matti Raunio	TBWA\Helsinki	Vice President
Theodor Arhio	TBWA\Helsinki	Creative Director
Mikko Paasto	TBWA\Helsinki	Senior Developper
Pia Arrhenius	Sponda	Senior Vice President/Corporate Planning and IR
Henrik Stadigh	Sponda	Director/Shopping Centres
Milja Hakala	TBWA\Helsinki	Project Director
Anni Mielityinen	TBWA\Helsinki	Project Manager
Christine Göös	TBWA\Helsinki	Copywriter
Pia Grekula	TBWA\Helsinki	Art Director
Tuomo Killström	TBWA\Helsinki	Art Director

The Brief

Brief & Objectives Sponda want to position themselves as innovative property investors, a bold statement that simply can't be achieved with old fashioned push marketing. To achieve a position like that, a brands needs to act and innovate. Sponda's mission is to constantly look for new tools for their clients to do better business with. Agency developed the idea pro-actively for Sponda. There was no brief, just a target position. Sponda is a publicly traded realty investor, whose vision is to be the most innovative company in the business. In order to get this message across media and investors, Sponda decided to invest 94 000 euros not in traditional advertising campaign but in an innovation. Data-based innovation based on insight There is a lot talk that ecommerce is killing brick-and-mortar because they have the data and know how to use it for better customer service (marketing as service). If e-stores are winning because of their efficient use of data, why not take their best practices and use them in the real world? By bringing the perks of online stores to the real world, it's possible to build a unique concept for loyalty programs and customer service. Physical Cookie is an innovation that made world buzzing. It's a system that brings online cookie functionalities to the real world, creating an entirely new medium that reacts to customer behavior. Sponda launched Physical Cookie in one of Helsinki ?s busiest shopping centers in September 2014 by giving out 14,000 keychains.

Technology 1) 14 000 pcs passive RFID-chip implemented in keychain (unique digital identity) 2) 20pcs. Cookie catchers implemented inside the mall (Can read up to 10 meters distance) 3) 5 Digital Screens inside the shopping mall Physical Cookie is a smart keychain that uses RFID-technology for better out-of-home targeting without spamming you with bluetooth push notifications. It is a premium product for in- store advertising that works just like re-target banners in the online world. • It enables realtime messaging on digital screens based on realtime events, like weather or time. • It analyzes persons behavioral data toget the right offer or the right message delivered at the right time. Solution We combined online analytic techniques, retail footflow analytics and RFID-technology to create a system, that tracks consumers in real-time, analyzes their behavioral data and delivers dynamic messages and offers in a form of digital posters and price lists at the right place and the right time. A live team develops the creative assets in accordance of the data gathered and the system can perform A/B testing for the desired assets, making sure that conversion develops positively. Privacy is not a problem, because we don't care who you are. We are only interested in you shopping behavior. This is a game changer. Instead of sign ups and a wide range of cards, Physical Cookie offers a low opt-in loyalty system that makes marketing feel like service. Next steps Physical Cookie is not an ambient stunt. It’s a system that?can be adapted to all digital posters ie. at the shopping malls, airports or a single retail chain. The system has already been installed in Finland, Sweden and Germany and more markets will follow.

RESULTS Global shopping malls share the same dilemma – there is a lot of traffic on the ground floor but higher we go, the less footflow they get. Our goal was to increase the traffic by creative use of data to the less frequented floors. Consumers reacted positively to the smarter interactive in-store advertising and the results were amazing. + 14,5% The floor-to-floor conversion. + 21,7% The time spent in shopping center. EARNED MEDIA The innovation also captured media attention worldwide. With the investment of 94 000€ we got 5 600 000€ worth earned media (60 X investment). No bought media was used.